The medical device health care sector has the thrill of bringing science and invention to life – and the challenge of doing so for a broad range of stakeholders.
For marketers, it’s vital to build a deep understanding of each core audience and tailor messaging to be as relevant and impactful as possible.
Here are key messaging and content considerations for three primary audiences – direct buyers, direct to consumer and prospective investors – to serve as a starting point.
Marketers have a high bar to clear with hospitals, in-home health care services and other providers. Doctors and surgeons are notably – and understandably – risk averse. They look for proven technologies, brands and devices, and they tend to stick with what has worked for them in the past.
For this audience, the best way to break through is to focus on the facts.You need to demonstrate that your device can deliver at the same level or better in the areas of patient outcomes, safety and cost. That requires clear and compelling clinical trial data, research and evidence – ideally backed up with experiential data from the field, such as peer testimonials. The goal is to provide the strongest incentive possible to take a chance on something new.Click To Tweet
Where to engage: Meet this audience on their turf, at the industry conferences and in the trade media most relevant to their specialty. (Note: it’s worth careful consideration before investing the time and effort to pursue a general interest, top-tier outlet, which may offer an audience that’s broad but not deep enough in the vertical you need.)
Direct to Consumer
Patients and caregivers still require proof of performance for their medical devices, but this audience has to live with that device, day in and day out. They need to understand more about the ongoing user experience and how it will impact their quality of life. Testimonials from other patients and caregivers offer valuable perspective, and it helps to outline what you offer in terms of added value and support, such as tutorials or access to customer support lines. Your average consumer needs to be comfortable and confident in not just that the device will work, but that they will be able to work the device.
Where to engage: Traditional consumer channels probably remain the most effective ways to reach patient and caregiver audiences. It’s important to remember that health is broad, but it’s also incredibly specific – and your communications and media strategy should reflect that with highly targeted outlets, editors and reporters to match your product and specialty.
As you’re fundraising with prospective investors, your top priority is to establish the stability, reliability and credibility of your company. Your product(s) will be central to achieving that objective, and it’s critical to convey your market research, data and product information in a compelling way, unclouded by industry jargon. However, making your business case is equally important as demonstrating the quality and performance of your product. All messaging ultimately should tie back to the strength of the company and your path to success in the marketplace.
Where to engage: Top-tier media outlets are an excellent target for this audience, as prospective investors may already represent part of their readership – and because you can leverage the higher-profile coverage to build credibility. For many outlets, you will have a choice of reporters and editors working different beats within the health and business spaces. It’s important to select the best fit for your product and company, then tailor your pitch accordingly.
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